Marketing and Loyalty Clubs
Are you sure your marketing investment is profitable? What my son’s swimming experience taught me about the importance of performance measurement My 12-year-old son, Gil, started competitive swimming this year. As a data guy, I look at my son’s swimming activity under a different lens than most parents. I try to find meaning in all…
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Why you need to diversify your marketing strategy … across all worth segments Not so long ago, in a neighborhood similar to yours, there stood a property named Camelot Casino. Locals and patrons from the nearby metropolitan area frequented the casino regularly. Customer service was good, and the café did well. Plans…
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How to make your new member program more profitable Does your New Member program look like this: You provide some sort of sign-up bonus, like a free buffet or $10 in free play. Then follow it with a “welcome to the club” mailer or email, with a free play offer that is based on the…
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Many casinos rely on guest comment cards for getting customers to tell them what’s on their minds. The cards are usually available at the players club, food venues or other locations where they can be filled out, put in a box and reviewed by management. There are a few ways to improve comment cards, but…
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Building your digital marketing strategy Before you jump on the latest and greatest trend in digital marketing, let’s do a gut-check and see if you have the basics covered. Every day I am bombarded with emails and alerts about the newest digital marketing technology. We do have some clients who want to stay on the…
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Without trampling your marketing strategy Why is ROI like Lucky Charms? For most CFOs, it’s magically delicious. The problem for marketers like you and me? Lucky Charms comes in a rainbow of fruit flavors: a rainbow of fruit flavors that can be horribly manipulated. Sample the following flavors to match what you are measuring to…
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How to refresh your brand In the July 2016 Solutions Magazine, we talked about the importance of doing a brand assessment through research and online tools to determine what your current brand perception is among your players, the general market, and your in-house teams. Now we’ll take a practical look at exactly how to refresh…
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A story about an alligator, a promotion, and saying goodbye to a very dear friend Trinket Story #1 – When your promotion is failing, maybe it’s because your guests just don’t “get it.” A number of years ago, one of my casino clients implemented a promotion that I had recommended. I was seeing success with…
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Today’s boomers are not your typical senior Over my twenty plus years in gaming, I have implemented my share of Senior Days. My favorite was “Senior Skip Day” for those “50 or Better.” I was conscious of wanting to offer a promotion with age requirements, but keeping the youthful fun. Recently, I was sitting at…
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So you want to know how much to reinvest. Let’s benchmark those answers using the Magic 8 Ball So you want to know how much to reinvest. You want a magic number. I have a confession to make: I am not a swami. I do not have a swami license. I am not…
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